Tax Appeal 2019
We Won’t Accept it, will you?
Overview
Amnesty International needed to create a campaign that was agile enough to respond to current global events. We were tasked with creating a two wave campaign that could seamlessly pivot from the Libyan Refugee Crisis to the plight of the Rohingya people facing further displacement.
With only two weeks to develop creative, Marlin looked to values that connected Amnesty’s Australian donors and Amnesty’s stance. The campaign confronted the audience and challenged them to respond.
By building personal, eye-witness narrative with bold, big picture thinking, this campaign succeeded in reengaging the Australian audience and delivering one of Amnesty International Australia’s most successful Tax Season Appeals in years.
Problem
Fast-changing global events put pressure on Appeal subjects, and required communications with agility.
Solution
Develop a storytelling framework that hinged on the values connecting donors and Amnesty’s stance.
Results
Most successful tax appeal in years.
